The NBA Instagram account shattered engagement information final season, racking up greater than 13 billion views and changing into essentially the most considered account on the platform.

“It takes lots of teamwork to attain these numbers,” Atwell stated. “We’ve began to grasp what our viewers desires, find out how to attain them, and find out how to be well timed. We’ve arrange a framework to take action. It’s all about realizing what resonates and having the instruments in place to have the ability to develop that content material.”

Capitalizing on virality

The duo agrees that capitalizing on virality requires the best staff in place and staying agile.

“These viral moments are the present from the heavens—they only drop in your lap whenever you’re least anticipating it,” Kang stated. “The exhausting work that surrounds a viral marketing campaign occurs means earlier than it goes viral. It’s about with the ability to create good content material that resonates, listening to your viewers.

“And the opposite muscle it’s a must to flex when a viral second occurs is to leap on it rapidly and ensure you’re capitalizing on it with velocity,” she added. “You possibly can’t manufacture or engineer viral moments, however nice entrepreneurs will work out find out how to amplify the second and preserve it lasting.”